Nowadays, there are many coffee shops being built almost everywhere, even
in a city or a country, where the society is not ready yet to accept their existence, just
like Indonesia in the year of 1990.
Using the primary data analysis as the research method in this report, the
writer finds that branding is the only way to protrude in a market with so many
players.
There are some points to be paid attention to, in order to apply the branding
strategy. First, the company should offer at least one uniqueness on their product or
service. Second, those uniqueness should be one of the company strong points. They
are required to set up strategies and develop skills as to make their uniqueness known
by the market, in which they are in.
PT. Excelso Multi Rasa, supported with Kapal Api Group, should use their
strength in order to be different to win the market, in term of market share and mind
Share.

Creator(s)

• (34400049) PO YONGKY

Contributor(s)

• Richard Von Llewelyn → Advisor 1
• Filicia Chandra → Examination Committee 1

Publisher

Universitas Kristen Petra; 2004

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Final Assignment Report No. 00040039/MAN/2004; Po Yongky (34400049)

Subject(s)

• MARKETING MANAGEMENT
• BRAND NAME PRODUCTS
• PRODUCT MANAGEMENT

File(s)

• jiunkpe-ns-s1-2004-34400049-2710-branding_strategy-cover.pdf
• jiunkpe-ns-s1-2004-34400049-2710-branding_strategy-abstract_toc.pdf